Soda and juice giant Coca-Cola is making strides into the alcohol market with the launch of vodka-infused varieties of its Minute Maid brand. This month, the company introduced canned options like pink lemonade and fruit punch, each containing 5% alcohol by volume. These new products expand a line that already included wine-based cocktails such as Strawberry Daiquiri and Lime Margarita.

Coca-Cola has ramped up its involvement in the alcohol sector in recent years. Notable collaborations include a partnership with Jack Daniel’s and the release of Absolut Vodka with Sprite, exclusively in Europe. In 2023, the company established a subsidiary called Red Tree Beverages to streamline the entry of its products into the market and navigate regulatory challenges.

According to Rachael Waddell, senior director of Red Tree Beverages, the company aims to capitalize on the growing trend in ready-to-drink (RTD) alcoholic beverages. "Alcohol ready-to-drink is our first category; it’s all we do and all we participate in," Waddell stated. The internal testing at Red Tree indicated a rising demand for juice products mixed with spirits, aligning with the common practice of mixing lemonade with liquor at home.

Minute Maid’s high brand recognition creates a unique opportunity for mixed alcoholic drinks. Waddell highlighted that Vodka Pink Lemonade is the first of its kind in the RTD category. To ensure responsible consumption, particularly given Minute Maid’s popularity with children, the packaging clearly states that the drink is for consumers over the age of 21.

The launch reflects a broader trend in non-carbonated, juice-based drinks within the RTD alcohol market. Red Tree Beverages is set to compete as various brands like Surfside and Sprinter are thriving in the vodka cocktail space. As the RTD cocktail market is projected to soar to $3.6 billion by 2033, with vodka products comprising over 19% this year, Coca-Cola’s entry could significantly influence this burgeoning segment.